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Base Menswear ramps up with four new stores as firm marks centenary

Independent retailer Base Menswear will open another four stores this year as the family-owned retailer celebrates its 100th birthday.

The 17-store casualwear business, owned by the Granditer family, will open a shop at the MetroCentre in Gateshead later this summer.

The chain will also open stores in two other shopping centre locations by the end of the year, after unveiling a store in the Oracle shopping centre in Reading in recent weeks.

Managing director Mark Granditer said: "We've been expanding into shopping centre locations over the past 15 years.

"Opening more is about economies of scale. It's a very tough market and we've had to be creative because of all the competition. We've got a major point of difference because of our boyswear offer. The key has been not to treat it as an add-on. We had a separate buying team for boyswear."

The retailer sells brands including Firetrap, Teddy Smith, Henleys and Duck And Cover as part of its menswear offer.

It also specialises in boyswear for ages two to 16, and sells a slightly more upmarket brand mix including Ted Baker, Polo Ralph Lauren and Diesel in its Boys Base fascia.

The company has grown sales of its own label Simple Truth to account for about 25% of total turnover.

Its stores are mostly located around the M25 area, as well as in locations such as Manchester's Arndale and Trafford shopping centres and Birmingham's Bullring. Store sizes average between 2,000 sq ft and 2,500 sq ft.

The business celebrates its 100th birthday this year, and the current management team is the fourth generation of the Granditer family to run the business.

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